I think this move reeks of desperation, after losing 1 million subscribers they were pulling at straws and an old april fools joke turned into the new expansion. We will see...
They already officially said that they made this move to tap further in to the asian markets. Nothing desperate about that, it's a western developers dream to make a huge impact on the asian markets, simply because of the huge potential and difficulty it requires to achieve such things.
Personally I think a company that lost 1 million subscribers and yet is still 8 million ahead of the next nearest competitor should be very worried.